DestinationNEXT
The tourism industry has enjoyed decades of growth and success, but today we face emerging economic, political, social and environmental pressures that are forcing us to adapt to new realities. The vision of DestinationNEXT is to provide destinations with practical actions and strategies for sustainable success in this dramatically changing world.
DestinationNEXT consists of two foundational elements to realize this vision – the Futures Study and the Scenario Model and Assessment Tool.
DestinationNEXT
The tourism industry has enjoyed decades of growth and success, but today we face emerging economic, political, social and environmental pressures that are forcing us to adapt to new realities. The vision of DestinationNEXT is to provide destinations with practical actions and strategies for sustainable success in this dramatically changing world.
DestinationNEXT consists of two foundational elements to realize this vision – the Futures Study and the Scenario Model and Assessment Tool.
Futures Study
The DestinationNEXT Futures Study is a strategic roadmap and global survey that helps destination leaders navigate today’s highly fluid visitor economy to optimize their organizations’ relevance and value.
In 2023, we surveyed more than 800 industry and community leaders in over 60 countries. This was the most extensive survey ever completed in our industry. The takeaways provide strategic direction for any size organization moving forward.
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Scenario Model & Assessment Tool
The DestinationNEXT Scenario Model and Assessment Tool help stakeholders strategically evaluate their destinations. The diagnostic tool is based on a comprehensive stakeholder survey that measures destination strength and community engagement, based on a series of 24 variables.
We then use the survey results to plot any given destination city into a Scenario Model, which shows the specific opportunities for destination leaders and their partners to build upon.
This assessment is the only one of its kind in the tourism and business events industry today. It has been recognized as one of the most significant developments in destination management in recent years to inform the overall strategy.
We have now led more than 350 detailed assessments of destinations around the world.
